archana agarwal
Archana Agarwal
Meaning of Media Research:
Media means the different tools through which the advertiser communicates his advertising message to the consumers. Newspapers, TV, Radio, magazines and direct mail are the different advertising media used.
Media research relates to coverage, depth and impact of different advertising media. It is also concerned with frequency and effectiveness of different advertising media. Is provides information as regards popularity and effectiveness of each advertising medium, comparative position of cost of advertising in each medium and the position of cost and benefit in case of each advertising medium.
Media research is useful for making advertising meaningful, purposeful and result-oriented. It is an important part of Market Research.
Functions of media research:
The main function of media research is to find out the most efficient media for advertising purpose by measuring and comparing different media and different vehicles in terms of:
(a) Vehicle distribution (b) Vehicle exposure and (c) Advertising exposure.
(a) Vehicle distribution: It refers to the number of copies of a newspaper or magazine circulation in a particular region or throughout the country. In case of TV it refers to the number of programmes distributes on each channel.
(b) Vehicle exposure: It refers to the member and kind of people reading a newspaper or magazine and the number of times a person reads an issue. In case of TV it refers to the number and kind of people watching the programme.
(c) Advertising exposure: It refers to the number of people exposed to the advertising message and also the number of times exposed to advertising message. In case of TV, it refers to the number and kind of people in the audience.
Importance/role of media research:
(1) Readers/Viewers Profile: Media research helps to understand the profile of readers, listeners and viewers, in respect of their age, sex, income and buying pattern.
(2) Rating of programmes: It helps media planner to understand the rating for programs on TV, radio, etc. TRPs provide viewership data on TV programs.
(3) Facilitates planning: Media research enables the advertiser to select the most appropriate media for advertising due to which the expenditure incurred on media gives maximum return to the advertiser. This facilitates media planning.
(4) Facilitates self-evaluation: Media research helps to know the popularity of their medium and can adjust the advertising rates accordingly. This provides additional revenue to the media owner.
(5) Availability of data: Media research provides useful information about the readers/viewers age, sex, preference, buying habits and so on. Information about popularity of different media is also available through media research.
(6) Benefits of media planner: Media planner get valuable information about media from media research. The information available through ABC reports guides media planners and enables to plan advertising of their clients.
(7) Benefits to research organizations: Media research enables research organizations such as IMRG, ORG, etc. to keep their activity moving.
(8) Determines charges: It also helps the media owners to fix charges for their time and space that would be used by the advertisers. For an example if a magazine circulation increases from 1 lac copies to 2 lac copies, naturally the publishers would increase the rates.
Factors to be considered while selecting a Media for Advertising:
(1) Objectives behind advertising campaign.
(2) Circulation, readership and goodwill of the media.
(3) Nature of the product.
(4) Market coverage of the product.
(5) Nature of market competition, substitutes available and the extent of consumer loyalty.
(6) Policies of competitors, substitutes available and the extent of consumer loyalty.
(7) Nature and features of customers for the product to be advertised for example literate, illiterate, rural, urban, etc.
(8) Budget allocation of the advertiser for a particular product.
(9) Cost of advertising in different media.
(10) Need of repetition of advertisement for expected results.
Media research organizations in India:
Prominent organizations conducting media research in India are given below:
(1) Audit Bureau of Circulation (ABC).
(2) Indian Market Research Bureau (IMRB).
(3) Market and Research Group (MARG).
(4) Pathfinders India.
(5) Indian Newspapers Society (INS).
(6) Air Audience Research Wing.
(7) Doordarshan- Research Wing.
(8) Operations Research Group (ORG).
Media means the different tools through which the advertiser communicates his advertising message to the consumers. Newspapers, TV, Radio, magazines and direct mail are the different advertising media used.
Media research relates to coverage, depth and impact of different advertising media. It is also concerned with frequency and effectiveness of different advertising media. Is provides information as regards popularity and effectiveness of each advertising medium, comparative position of cost of advertising in each medium and the position of cost and benefit in case of each advertising medium.
Media research is useful for making advertising meaningful, purposeful and result-oriented. It is an important part of Market Research.
Functions of media research:
The main function of media research is to find out the most efficient media for advertising purpose by measuring and comparing different media and different vehicles in terms of:
(a) Vehicle distribution (b) Vehicle exposure and (c) Advertising exposure.
(a) Vehicle distribution: It refers to the number of copies of a newspaper or magazine circulation in a particular region or throughout the country. In case of TV it refers to the number of programmes distributes on each channel.
(b) Vehicle exposure: It refers to the member and kind of people reading a newspaper or magazine and the number of times a person reads an issue. In case of TV it refers to the number and kind of people watching the programme.
(c) Advertising exposure: It refers to the number of people exposed to the advertising message and also the number of times exposed to advertising message. In case of TV, it refers to the number and kind of people in the audience.
Importance/role of media research:
(1) Readers/Viewers Profile: Media research helps to understand the profile of readers, listeners and viewers, in respect of their age, sex, income and buying pattern.
(2) Rating of programmes: It helps media planner to understand the rating for programs on TV, radio, etc. TRPs provide viewership data on TV programs.
(3) Facilitates planning: Media research enables the advertiser to select the most appropriate media for advertising due to which the expenditure incurred on media gives maximum return to the advertiser. This facilitates media planning.
(4) Facilitates self-evaluation: Media research helps to know the popularity of their medium and can adjust the advertising rates accordingly. This provides additional revenue to the media owner.
(5) Availability of data: Media research provides useful information about the readers/viewers age, sex, preference, buying habits and so on. Information about popularity of different media is also available through media research.
(6) Benefits of media planner: Media planner get valuable information about media from media research. The information available through ABC reports guides media planners and enables to plan advertising of their clients.
(7) Benefits to research organizations: Media research enables research organizations such as IMRG, ORG, etc. to keep their activity moving.
(8) Determines charges: It also helps the media owners to fix charges for their time and space that would be used by the advertisers. For an example if a magazine circulation increases from 1 lac copies to 2 lac copies, naturally the publishers would increase the rates.
Factors to be considered while selecting a Media for Advertising:
(1) Objectives behind advertising campaign.
(2) Circulation, readership and goodwill of the media.
(3) Nature of the product.
(4) Market coverage of the product.
(5) Nature of market competition, substitutes available and the extent of consumer loyalty.
(6) Policies of competitors, substitutes available and the extent of consumer loyalty.
(7) Nature and features of customers for the product to be advertised for example literate, illiterate, rural, urban, etc.
(8) Budget allocation of the advertiser for a particular product.
(9) Cost of advertising in different media.
(10) Need of repetition of advertisement for expected results.
Media research organizations in India:
Prominent organizations conducting media research in India are given below:
(1) Audit Bureau of Circulation (ABC).
(2) Indian Market Research Bureau (IMRB).
(3) Market and Research Group (MARG).
(4) Pathfinders India.
(5) Indian Newspapers Society (INS).
(6) Air Audience Research Wing.
(7) Doordarshan- Research Wing.
(8) Operations Research Group (ORG).